Strategy to reach over 20 million with event marketing | SIFF
Introduction
The Sharjah International Film Festival for Children and Youth (SIFF), organized by FUNN—a Sharjah Government initiative—collaborated with Prism Digital to promote its 2021 edition. Aimed at children and youth, the festival sought to expand its audience reach, drive sign-ups, and connect with its ideal demographic through a well-defined and targeted digital strategy. With a loyal community already in place, SIFF needed a digital partner to help amplify its reach and engagement online.
Pain Points
Low Event Awareness
There was limited awareness of the 2021 SIFF edition among the broader target audience, leading to low public anticipation and reduced online buzz around the event.
Lack of Youth Outreach Strategy
The festival lacked a targeted digital strategy to effectively reach and engage children and youth, who were the primary audience for the event.
Poor Digital Engagement
Previous digital campaigns had generated low interaction and participation, failing to create meaningful connections with the intended audience.
Insufficient Sign-Ups
There was a strong need to increase sign-ups and conversions to demonstrate the success of the event launch and attract key stakeholders and sponsors.
Solutions
Omnichannel SEM Campaign
We developed a full advertising plan that included Google, YouTube, and several social media sites, with a focus on how younger people use technology.
Results
Campaign Reach
Our omnichannel SEM campaign reached over 20 million people, significantly expanding awareness and visibility for the 2021 edition of SIFF.
Ad Engagements
The campaign got more than 750 direct comments on Google, YouTube, and social media sites, showing that the target group was very involved.
Conversions
We generated over 29,000 conversions, driving a substantial increase in sign-ups and participation for the festival.
Conclusion
Prism Digital was able to get the word out about the 2021 Sharjah International Film Festival to the right people by using a well-thought-out and highly focused SEM approach. We raised a lot of publicity, got a lot of people to sign up, and solidified SIFF's place as the best culture event for young people in the UAE by using a multichannel approach and strategic audience targeting.
Key Metrics
20M+ people reached
750+ ad engagements
29,000+ conversions
Services Provided
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